6 Quick and Dirty Tips for Digital Spring Cleaning
Pretty much every nook and cranny could use a Spring Cleaning. Overflowing closets, the kitchen junk drawer, purses and backpacks, neglected areas of the backyard, and even your various digital marketing channels. Especially after the long winter months of holiday content, all of our social media accounts and websites could use a breath of fresh, non-Christmas scented air. The problem is Spring Cleaning is intimidating. It’s at the bottom of your to-do list from January to March because it just seems so daunting. But as with most things in life and digital marketing, the devil is in the details, and all it really takes are some clicks here and there, making sure things are crisp and connected. We’ve put together a little Digital Spring Cleaning Guide to get you back on the path to organized, consistent, sparkly marketing.
1. Seasonal Photography
A lot of people claim that spring is Napa’s best season. The weather is just right, and it’s the most colorful time of year. Our advice to all the wineries out there — get outside and take advantage of it. Once summer is here, photoshoots have to be more strategic and require location, staging, models, attire, etc. But right now, everything except for the grapes is in bloom, meaning you can have a quick but stunning photoshoot on any given day. It’s as simple as lying a bottle of wine down in a bed of weeds. Literally, all you need is your iPhone, a floral backdrop like a garden area or wildflowers in the vineyard, your bottle of choice, and maybe an extra hand. Scribe and Sophie James both do a wonderful job of getting simple, seasonal content that goes a very long way with social posts, email design, blog content, and website imagery. Give your followers some spring eye candy, show them how your tasting room is flourishing right now, and add some natural flare to the otherwise basic bottle shot.
2. Publish a Blog
Spring is a fantastic time to beef up your blog, which you can then include in your newsletter or promote on social media. The writing topics are all around you — Springtime vineyard updates, Spring Release features, favorite Spring recipes, and pairings. You can take these broad ideas and tailor them to your team or brand, like talking about sustainability, what you’re growing in the garden this year, or your team’s favorite things about spring. If you don’t feel like writing and you have a stunning property, let the season speak for itself by publishing a photo-blog of beautiful imagery with brief descriptions. Matthews Winery shared their “A Year in Review” blog that could easily be applied to springtime happenings. Your members, friends, and fans just want to know what you’re up to, so don’t overthink it.
3. Website Updates
Websites are a bit of a beast, but there’s no better feeling than successfully sprucing up even just one page. Here’s a checklist of small but impactful updates you can do in just a day:
Make sure headshots are current on the Team Page
Link social media accounts in the footer or header
Remove any products that have been labeled as “Out of Stock” or “Sold Out” for a while
Refresh or add a lightbox to your website to get new email signups. We like to use Sumo or Mailchimp for pop-up forms. Make sure you’re sending those new contacts a simple ‘Welcome’ email, maybe with a first-time offer inside — complimentary shipping on a case of wine, or 15% off 3 bottles?
Upload some new photos on your Tastings, Vineyard, or Wine Club page
If there are any old blogs or content that just doesn’t look great or maybe doesn’t apply anymore, remove them
4. Content Calendar
When you’re in sales and marketing mode after the holidays, spring and summer can feel like limbo. There’s not a ton going on traditionally, but actually, April to August is a hotbed of more relaxed holidays and observances that can make for unique and even experimental marketing opportunities. The key is planning ahead, otherwise, you find yourself skimming Instagram, seeing that it’s Earth Day, National Pet Day, or World Malbec Day, and wishing you’d known because you have a fantastic idea. Solution? Make yourself a content calendar. Canva has some nice templates, or you can make your own in Google Sheets. To get started, write down all the federal holidays as well as National and International Wine Days, and plan a social post at the very least. Then you can fill in bigger ideas like email campaigns, weekend sales, or month-long promotions.
5. Social Media Refresh
Similar to website maintenance, every once in a while, you should self-audit your social profiles, including Google My Business. Here’s another easy checklist to click through:
Make sure all of your profile pictures are using your official logo
Add correct tasting room hours to Facebook and GMB
Check that the CTA buttons on your Facebook and GMB are correctly linked
Archive or delete Instagram photos that may look outdated or irrelevant
Make your Instagram account a Business Profile and connect your “Action” button to your reservation profile on Tock
Freshen up your Instagram and Twitter bios. It should have your website linked, your location, and a little blurb about your winery or important current information — like if you’re closed, newly reopened, huge new wine release, etc.
6. Email Checklist
Last checklist, we promise! This time, do a run-through of your email layout.
Header should be a clear, updated, not-too-big logo
Footer should have your social profiles linked with icons, your website, and the legal disclaimer about unsubscribing
Make sure your brand’s colors and fonts are consistent
Your consistently linked email components (like your header image linking to your website) should be tracked with a UTM
Take a look at the automated emails in your ecommerce platform. Update any old copy, images, or links
If you’re the deep cleaning type, then this Digital Spring Cleaning Guide will be a piece of cake project for you. If you’re better accomplishing small victories here and there, then try doing one of our suggestions a week. You’ll sleep better, you’ll feel more confident, and your winery’s digital marketing will be looking fresh. As always, if you have any questions or want our team’s help, please do not hesitate to reach out — we’re all doing these same tweaks and tune-ups for our clients. Cheers and happy spring!
